Why Indian marketers believe in native advertising

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The reason is that brands see more engagement here in comparison with the traditional banner ads. Another reason is that brands are moving towards the shift to a mobile-first world, where native ads are an indispensable part of ad campaigns. Indian brands are not an exception, they are moving with the times. Although Indian marketers still actively use traditional forms of advertising such as print, radio, television, and outdoor advertising, the situation at the digital market is changing rapidly for good. As long as mobile is becoming by far the dominant means for Indian consumers to access...

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What are the main challenges in detecting ad fraud

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Today ad fraud practices have become even more sophisticated and advanced. Now they can represent fraudulent online ad impressions and data, clicks, conversion and many other ways in order to generate revenue. They do not just create new visits to the websites, but also imitate user behavior on it (for example, page loading, scrolling, clicking links etc.). Some practices can even imitate certain actions like downloading an app, filling out the form or registration. Anyway, these actions will look like a real human behaviour and the advertiser becomes not immune to fraud or data corruption. Now...

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Trading Desks: Realities and Perspectives in Programmatic

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This pressure has forced trading desks to take specific actions to create a more healthy digital ecosystem. What do we know about trading desks? A trading desk is a centralized, service-based organization that has access to multiple DSPs (also known as a “DSP manager”); its function is to administer ad inventory, customize ad placements and execute media buys. Trading desks are aimed to improve customer’s advertising performance and receive increased value from media advertising. Conventionally, trading desks employ three models to display media: SEM auction, paid social media advertising,...

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